Creating visual identity, design system and user expericence for a Digital Startup
Overview
The digital startup’s aim was to provide informations about outdoor sports activities in Aosta Valley through a website both mobile-first and user-friendly.
The website needed to show multiple options for tourists and sports enthusiasts, allowing them to quickly access informations, even on mobile devices with low connectivity in mountainous areas.
The team working on this project was cross-functional and I was responsible for the visual identity creation and website development with the developer.
Visual Identity
- Logo
- Colors
- Imagery
The startup’s identity centered around five key concepts: digital, sport, mountains, and guidance. Balancing these visually was a creative challenge that led to an iterative and engaging process, one that pushed me to shift perspectives, test bold directions, and refine forms and colors along the way.
As the project evolved, each design choice and asset built upon the last, gradually transformed the startup’s mission into a cohesive visual language and identity resonating consistently across the digital experience.
Product Design
- Design system
- Prototype
Focused on usability and accessibility, I refined the application’s UX and crafted high-fidelity UI designs in Figma to deliver a smooth, intuitive experience for users. Collaborating closely with the developer throughout the design and implementation phases I built a design system that maintained consistency as the product evolved.
